Online (synchronous and asynchronous)

What?


Qualitative research conducted using online and mobile platforms (grouped into online research) has opened new vistas and a whole spectrum of possibilities for us and we are exploring the various facets of these tools so as to apply them to the best advantage of our clients.

We believe in using online approaches wherever they are relevant and assist in conducting research more efficiently. We are equip to use them both quantitatively  using online structured (html) questionnaires  etc. and qualitatively like in the case of blogs, online FGDs etc.

There are two broad categories of online or new age qualitative research 

 

Real time (live/ synchronous) like in the case of...

 

  • Webcam/video one-on-ones or groups via computers or mobile device
  • Text chat, instant messaging, or SMS texting dialogues with individuals or groups, using computers or mobile devices

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    Non-real time (asynchronous) like in the case of...

     

  • Online discussion boards, forums, or collaboration platforms for one-on-one or group interactions that may include Q&A dialogues, projective or immersive activities, journaling/diaries/blogs or other multi-media activities accessed via computers and/or mobile devices
  • Longer-term insight communities, co-creation networks, or other longitudinal approaches for product testing etc..

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    Infinite combinations of these options are possible, and multi-method qualitative designs are becoming increasingly popular as researchers experiment with different ways to achieve their qualitative research objectives.

     

    Why?

     

  • Higher convenience- No physical/ location constraints as it can be accessed from a PC at work or home, laptops and mobile devices - by both the participants and the viewers.
  • Flexibility- Can be updated at one’s own time.
  • Ideal for high involvement and intimate categories/ subjects- Least inhibitions posed as do not have to express thoughts/ feelings in person. It allows a more contextual look at the way people purchase and use products and services . ou gain answers to your business questions with real people using your products and services where, when and how they’re actually used.
  • Superior stimuli: Can better use images, audio and video as stimuli
  • Richer output: As it allows for multiple methods of expression and creativity is limited only by the ingenuity of the assigned tasks and inspiration provided.

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    When?

     

    In conjunction with offline approaches it is used to create insight platforms for brand, product and communication strategy.

    Some areas where it could be applied are..

     

  • Consumer insights: Lifestyle, attitudes, values, motives, usage habits
  • Co-creation or evaluation of concepts (products, brands, communication)
  • Identification of market opportunities (through differentiation potential and variations), segments, drivers and barriers
  • Discussion and detection of trends

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